ปัจจัยเชิงสาเหตุของกลยุทธ์ผลิตภัณฑ์เชิงรุก: การตรวจสอบเชิงประจักษ์ของธุรกิจเฟอร์นิเจอร์และผลิตภัณฑ์ของตกแต่งในประเทศไทย
Keywords:
กลยุทธ์ผลิตภัณฑ์เชิงรุก, วิสัยทัศน์การตลาดเชิงรุก, คุณค่าของประสบการณ์การทางตลาดReferences
Akkermans, H. & Van-Helden, K. (2002). Vicious and vicious cycles in ERP imprementtation:
a base study of international between critical success factors. European Journal of
Information Systems, 11(1), 35-46.
Armstrong, J. S. & Overton, T.S. (1977). Estimating nonresponse bias in mail surveys. Journal
of Marketing Research, 14(3), 396-402.
Ashill, N. J. & Jobber, D. (2014). The effects of the external environment on marketing
decision-maker uncertainty. Journal of Marketing Management, 30(3-4), 268-294.
Atuahene-Gima, K. & Murray, J.Y. (2004). Antecedents and outcomes of marketing strategy
comprehensiveness. Journal of Marketing, 68(4), 33-46.
Atuahene-Gima, K., Slater, S. F. & Olson, E.M. (2005). The contingent value of responsive and
proactive market orientations for new product program performance. Journal of
Product Innovation Management, 22(6), 464-482.
Blocker, C.P., Flint, D.J., Myers, M.B. & Slater, S.F. (2011). Proactive customer orientation and
its role for creating customer value in global markets. Journal of the Academy of
Marketing Science, 39(2), 216-233.
Charpavang, C. & Ussahawanitchakit, P. (2010). Strategic marketing renewal, marketing
outcomes, and firm performance: An empirical investigation of electrical and
electronic businesses in Thailand. Journal of International Business and Economics,
10(4), 1-23.
Chen, Y,J,. (2015). The role of reward systems in product innovations: An examination of new
product development projects. Project Management Journal, 46(3), 36-48.
Chiu, Y. C., Chen, B., Shyu, J. Z. &Tzeng, G. H. (2006). An evaluation model of new product
launch strategy. Technovation, 26(11), 1244-1252.
Collins, C. J., & Porras, J., I. (1991). Organizational visions and visionary organizations.
California Management Review, 34(1), 30-52.
Dibb, S. & Simkin, R. (1997). A program for implementing marketing segmentation. Journal of
Business and Industrial Marketing, 12(1), 51-65.
Fiedler, F. E. (1967). A theory of leadership effectiveness. New York, NY: McGraw-Hill.
Froehle, C., Roth, A., Chase, R. & Voss, C. (2000) Antecedents of new service development
effectiveness: An exploratory examination of strategic operations choices. Journal
of Service Research, 3(1), 3-17.
Goedhuys, M. & Veugelers, R. (2012). Innovation strategies, process and product innovations
and growth: Firm-level evidence from Brazil. Structural change and economic
dynamics, 23(4), 516-529.
Green, K. M. (2013). Experience and the hit rate for entrepreneurial initiatives. American
Journal of Business and Management, 2(2), 91-105.
Grotsch, V. M., Blome, C., & Schleper, M. C. (2013). Antecedents of proactive supply chain risk
management–a contingency theory perspective. International Journal of Production
Research, 51(10), 2842-2867.
Gumusluoglu, L. & Ilsev, A. (2009). Transformational leadership and organizational innovatiom:
The role of internal and support for innovation. Journal of Production Innovation
Management, 26(3), 264-277.
Haddad, S. & H. Algadeer, (2004). An empirical investigation on the impact of innovation
within organizations on marketing innovation in Jordan. Journal of Applied
Science, 7(1), 77-95.
Hair, J.F., Black, W.C., Babin B.J. and Anderson R.E. (2010). Multivariate data analysis. 7th ed.
New Jersey: Pearson Education, Inc.
Hazrul, N. M. & Pandit, A. (2016). Gradual or rapid global product Rollouts? A review of
concepts, Propositions, and future directions. The Journal of Developing Areas, 50(1),
389-405.
Hensman, A., & E. Sadler-Smith. (2011). “Intuitive decision making in banking and finance.”
European Management Journal, 29(1), 51–66.
Hsu, Y. (2006). The marketing strategy of franchising restaurant: From the customers’ views.
In The 11th Foodservice Management Academic conference. Tai, Taiwan.
Hsu, Y. (2011). Innovative product design approaches for implementing marketing strategy:
the linkage. International Journal of Innovation Management, 15(4), 837-868.
Jumpapang, M., Ussahawanitchakit, P. & Jhundra-indra, P. (2013). Value creation strategy and
marketing performance of food businesses in Thailand: An empirical investigation
of the antecedents and consequences. Journal of International Finance and
Economics, 13(3), 5-34.
Kotler, P. & Keller, K. L. (2009). Marketing Management. 13th ed. Pearson International Edition.
Pearson Education Inc. 816.
Kuckertz, A. & Wagner, M. A. (2009). The influence of sustainability orientation on
entrepreneurial intentions-investigating the role of business experience. Journal of
Business Venturing, 25(5), 524-539.
Lawrence, P. R. & Lorsch, J. W. (1967). Organization and environment: Managing differentiation
and integration. division of research, graduate school of business administration.
Harvard University: Boston.
Lee, R. P. (2010). Extending the environment-strategy-performance framework: The roles of
multinational corporation network strength, market responsiveness, and product
innovation. Journal of International Marketing, 18(4), 58-73.
Leiblein, M. J., Reuer, J. J. & Dalsace, F. (2002). Do make or buy decisions matter? The influence
of organizational governance on technological performance. Strategic Management
Journal, 23(9), 817-833.
Li, L., Qian, G. & Qian, Z. (2014). Inconsistencies in international product strategies and
performance of high-tech firms. Journal of International Marketing, 22(3), 94-113.
Lumpkin, G.T. & Dess, G.G. (2001). Linking two dimensions of entrepreneurial orientation
to firm performance: the moderating role of environment and industry life cycle.
Journal of Business Venturing, 16(5), 429-451
Maraprukwan, P. & Suksa-nguwn-manoon, W. (2016). The direction of the Thai furniture in
global market, Trade Policy and Strategy Office, Thailand Ministry of Commerce,
17(1), 4-5.
Meesuptong, J. & Ussahawanitchakit, P. (2013). Marketing creativity and marketing performance:
an empirical study of jewelry exporting businesses in Thailand. European Journal
of Management, 13(4), 45-62.
Meira, J., Kartalis, N.D., Tsamenyi, M. & Cullen, J., (2010). Management controls and inter-firm
relationships: A review. Journal of Accounting and Organizational Change, 6(1),
149-169.
Naidoo. (2010). Firm survival through a crisis: The influence of market orientation, marking
innovation and business strategy. Industrial Marketing Management, 39(8),1311-1320.
Narver, J. C., Slater, S. F. & MacLachlan, D. L. (2004). Responsive and proactive market
orientation and new–product success. Journal of product innovation management,
21(5), 334-347.
Ngo, L. V. & O’Cass, A. (2012). In search of innovation and customer-related performance
superiority: The role of market orientation, marketing capability, and innovation
capability interactions. Journal of Product Innovation Management, 29(5), 861-877.
Ottosson, M. & Kindstrom, D. (2016). Exploring proactive niche market strategies in the steel
industry: Activities and implications. Industrial Marketing Management, 55, 119-130.
Ozmen, O. & Sumer, Z. H. (2011). Predictors of risk-taking behaviors among Turkish adolescents.
Personality and Individual Differences, 50(1), 4-9.
Panya, N. & Ussahawanitchakit, P. (2015). Customer learning capability of event management
businesses in Thailand: Empirical investigation of the antecedents and consequences.
The Business Review Cambridge, 23(2), 115-136.
Phokha, A. & Ussahawanitchakit, P. (2011). Marketing leadership strategy, market outcomes
and firm sustainability: Evidence from food product businesses in Thailand.
International Journal of Strategic Management, 11(3), 1-25.
Pocheptsova, A., Labroo, A. A. & Dhar, R. (2010). Making products feel special: When
metacognitive difficulty enhances evaluation. Journal of Marketing Research, 47(6),
1059-1069.
Racela, O. & Thoumrungroje, A. (2010). A comparative study of new product development
success of Thai and U.S. firms. International Journal of Business Strategy, 10(1),
192-205.
Ren, F. & Dewan, S. (2015). Industry-level analysis of information technology return and risk:
what explains the variation? Journal of Management Information Systems, 32(2),
71-103.
Roberts, P. W. & McEvily, S. (2005). Product-line expansion and resource cannibalization.
Journal of Economic Behavior and Organization, 57(1), 49-70.
Roos, I. & Gustafsson, A. (2011). The influence of active and passive customer behavior on
switching in customer relationships. Managing Service Quality, 21(5), 448-464.
Roper, S., Micheli, P., Love, J. H. & Vahter, P. (2016). The roles and effectiveness of design in
new product development: A study of Irish manufacturers. Research Policy, 45(1),
319-329.
Sauser, B. J., Reilly, R. R. & Shenhar, A. J. (2009). Why projects fail? How contingency theory
can provide new insights a comparative analysis of NASA’s Mars climate orbiter loss.
International Journal of Project, 27(7), 665-679.
Shaffer, M. J., Chastagner, K. & Umesh, U. N. (2016). Internationalizing-innovation profiles
and high-technology exports: Does lone genius matter? Journal of International
Marketing, 24(3), 98-120.
Shankar, V. (2006). Proactive and reactive product line strategies: A symmetries between
market leaders and followers. Management Science, 52(2), 276-292.
Simons, R. (1990.) The role of management control systems in creating competitive advantage:
New perspectives. Accounting, Organizations and Society, 15(1–2), 127–143.
Soliman, F. (2011). Could one transformational leader convert the organization from knowledge
based into learning organization, then into innovation? Journal of Modern
Accounting and Auditing, 7(12), 1352-1361.
Syers, K., Ussahawanitchakit, P. & Jhundra-indra, P. (2012). Strategic marketing learning of
hotel businesses in Thailand: An empirical investigation of the antecedents and
consequences. International Journal of Strategic Management, 12(4), 1-30.
Testa, M. R. & Sipe, L. (2012). Service leadership competencies for hospitality and tourism
management. International Journal of Hospitality Management, 31(3), 648-658.
Waranantakul, W. & Ussahawanitchakit, P. (2012). Marketing knowledge absorptive capacity
and marketing performance: An empirical investigation of food product exporting
businesses in Thailand. International Journal of Business Strategy, 12(3), 62-95.
Zhao, Y. L., Libaers, D. & Song, M. (2015). First product success: a mediated moderating
model of resources, founding team startup experience, and product-positioning
strategy. Journal of Product Innovation Management, 32(3), 441-458.
a base study of international between critical success factors. European Journal of
Information Systems, 11(1), 35-46.
Armstrong, J. S. & Overton, T.S. (1977). Estimating nonresponse bias in mail surveys. Journal
of Marketing Research, 14(3), 396-402.
Ashill, N. J. & Jobber, D. (2014). The effects of the external environment on marketing
decision-maker uncertainty. Journal of Marketing Management, 30(3-4), 268-294.
Atuahene-Gima, K. & Murray, J.Y. (2004). Antecedents and outcomes of marketing strategy
comprehensiveness. Journal of Marketing, 68(4), 33-46.
Atuahene-Gima, K., Slater, S. F. & Olson, E.M. (2005). The contingent value of responsive and
proactive market orientations for new product program performance. Journal of
Product Innovation Management, 22(6), 464-482.
Blocker, C.P., Flint, D.J., Myers, M.B. & Slater, S.F. (2011). Proactive customer orientation and
its role for creating customer value in global markets. Journal of the Academy of
Marketing Science, 39(2), 216-233.
Charpavang, C. & Ussahawanitchakit, P. (2010). Strategic marketing renewal, marketing
outcomes, and firm performance: An empirical investigation of electrical and
electronic businesses in Thailand. Journal of International Business and Economics,
10(4), 1-23.
Chen, Y,J,. (2015). The role of reward systems in product innovations: An examination of new
product development projects. Project Management Journal, 46(3), 36-48.
Chiu, Y. C., Chen, B., Shyu, J. Z. &Tzeng, G. H. (2006). An evaluation model of new product
launch strategy. Technovation, 26(11), 1244-1252.
Collins, C. J., & Porras, J., I. (1991). Organizational visions and visionary organizations.
California Management Review, 34(1), 30-52.
Dibb, S. & Simkin, R. (1997). A program for implementing marketing segmentation. Journal of
Business and Industrial Marketing, 12(1), 51-65.
Fiedler, F. E. (1967). A theory of leadership effectiveness. New York, NY: McGraw-Hill.
Froehle, C., Roth, A., Chase, R. & Voss, C. (2000) Antecedents of new service development
effectiveness: An exploratory examination of strategic operations choices. Journal
of Service Research, 3(1), 3-17.
Goedhuys, M. & Veugelers, R. (2012). Innovation strategies, process and product innovations
and growth: Firm-level evidence from Brazil. Structural change and economic
dynamics, 23(4), 516-529.
Green, K. M. (2013). Experience and the hit rate for entrepreneurial initiatives. American
Journal of Business and Management, 2(2), 91-105.
Grotsch, V. M., Blome, C., & Schleper, M. C. (2013). Antecedents of proactive supply chain risk
management–a contingency theory perspective. International Journal of Production
Research, 51(10), 2842-2867.
Gumusluoglu, L. & Ilsev, A. (2009). Transformational leadership and organizational innovatiom:
The role of internal and support for innovation. Journal of Production Innovation
Management, 26(3), 264-277.
Haddad, S. & H. Algadeer, (2004). An empirical investigation on the impact of innovation
within organizations on marketing innovation in Jordan. Journal of Applied
Science, 7(1), 77-95.
Hair, J.F., Black, W.C., Babin B.J. and Anderson R.E. (2010). Multivariate data analysis. 7th ed.
New Jersey: Pearson Education, Inc.
Hazrul, N. M. & Pandit, A. (2016). Gradual or rapid global product Rollouts? A review of
concepts, Propositions, and future directions. The Journal of Developing Areas, 50(1),
389-405.
Hensman, A., & E. Sadler-Smith. (2011). “Intuitive decision making in banking and finance.”
European Management Journal, 29(1), 51–66.
Hsu, Y. (2006). The marketing strategy of franchising restaurant: From the customers’ views.
In The 11th Foodservice Management Academic conference. Tai, Taiwan.
Hsu, Y. (2011). Innovative product design approaches for implementing marketing strategy:
the linkage. International Journal of Innovation Management, 15(4), 837-868.
Jumpapang, M., Ussahawanitchakit, P. & Jhundra-indra, P. (2013). Value creation strategy and
marketing performance of food businesses in Thailand: An empirical investigation
of the antecedents and consequences. Journal of International Finance and
Economics, 13(3), 5-34.
Kotler, P. & Keller, K. L. (2009). Marketing Management. 13th ed. Pearson International Edition.
Pearson Education Inc. 816.
Kuckertz, A. & Wagner, M. A. (2009). The influence of sustainability orientation on
entrepreneurial intentions-investigating the role of business experience. Journal of
Business Venturing, 25(5), 524-539.
Lawrence, P. R. & Lorsch, J. W. (1967). Organization and environment: Managing differentiation
and integration. division of research, graduate school of business administration.
Harvard University: Boston.
Lee, R. P. (2010). Extending the environment-strategy-performance framework: The roles of
multinational corporation network strength, market responsiveness, and product
innovation. Journal of International Marketing, 18(4), 58-73.
Leiblein, M. J., Reuer, J. J. & Dalsace, F. (2002). Do make or buy decisions matter? The influence
of organizational governance on technological performance. Strategic Management
Journal, 23(9), 817-833.
Li, L., Qian, G. & Qian, Z. (2014). Inconsistencies in international product strategies and
performance of high-tech firms. Journal of International Marketing, 22(3), 94-113.
Lumpkin, G.T. & Dess, G.G. (2001). Linking two dimensions of entrepreneurial orientation
to firm performance: the moderating role of environment and industry life cycle.
Journal of Business Venturing, 16(5), 429-451
Maraprukwan, P. & Suksa-nguwn-manoon, W. (2016). The direction of the Thai furniture in
global market, Trade Policy and Strategy Office, Thailand Ministry of Commerce,
17(1), 4-5.
Meesuptong, J. & Ussahawanitchakit, P. (2013). Marketing creativity and marketing performance:
an empirical study of jewelry exporting businesses in Thailand. European Journal
of Management, 13(4), 45-62.
Meira, J., Kartalis, N.D., Tsamenyi, M. & Cullen, J., (2010). Management controls and inter-firm
relationships: A review. Journal of Accounting and Organizational Change, 6(1),
149-169.
Naidoo. (2010). Firm survival through a crisis: The influence of market orientation, marking
innovation and business strategy. Industrial Marketing Management, 39(8),1311-1320.
Narver, J. C., Slater, S. F. & MacLachlan, D. L. (2004). Responsive and proactive market
orientation and new–product success. Journal of product innovation management,
21(5), 334-347.
Ngo, L. V. & O’Cass, A. (2012). In search of innovation and customer-related performance
superiority: The role of market orientation, marketing capability, and innovation
capability interactions. Journal of Product Innovation Management, 29(5), 861-877.
Ottosson, M. & Kindstrom, D. (2016). Exploring proactive niche market strategies in the steel
industry: Activities and implications. Industrial Marketing Management, 55, 119-130.
Ozmen, O. & Sumer, Z. H. (2011). Predictors of risk-taking behaviors among Turkish adolescents.
Personality and Individual Differences, 50(1), 4-9.
Panya, N. & Ussahawanitchakit, P. (2015). Customer learning capability of event management
businesses in Thailand: Empirical investigation of the antecedents and consequences.
The Business Review Cambridge, 23(2), 115-136.
Phokha, A. & Ussahawanitchakit, P. (2011). Marketing leadership strategy, market outcomes
and firm sustainability: Evidence from food product businesses in Thailand.
International Journal of Strategic Management, 11(3), 1-25.
Pocheptsova, A., Labroo, A. A. & Dhar, R. (2010). Making products feel special: When
metacognitive difficulty enhances evaluation. Journal of Marketing Research, 47(6),
1059-1069.
Racela, O. & Thoumrungroje, A. (2010). A comparative study of new product development
success of Thai and U.S. firms. International Journal of Business Strategy, 10(1),
192-205.
Ren, F. & Dewan, S. (2015). Industry-level analysis of information technology return and risk:
what explains the variation? Journal of Management Information Systems, 32(2),
71-103.
Roberts, P. W. & McEvily, S. (2005). Product-line expansion and resource cannibalization.
Journal of Economic Behavior and Organization, 57(1), 49-70.
Roos, I. & Gustafsson, A. (2011). The influence of active and passive customer behavior on
switching in customer relationships. Managing Service Quality, 21(5), 448-464.
Roper, S., Micheli, P., Love, J. H. & Vahter, P. (2016). The roles and effectiveness of design in
new product development: A study of Irish manufacturers. Research Policy, 45(1),
319-329.
Sauser, B. J., Reilly, R. R. & Shenhar, A. J. (2009). Why projects fail? How contingency theory
can provide new insights a comparative analysis of NASA’s Mars climate orbiter loss.
International Journal of Project, 27(7), 665-679.
Shaffer, M. J., Chastagner, K. & Umesh, U. N. (2016). Internationalizing-innovation profiles
and high-technology exports: Does lone genius matter? Journal of International
Marketing, 24(3), 98-120.
Shankar, V. (2006). Proactive and reactive product line strategies: A symmetries between
market leaders and followers. Management Science, 52(2), 276-292.
Simons, R. (1990.) The role of management control systems in creating competitive advantage:
New perspectives. Accounting, Organizations and Society, 15(1–2), 127–143.
Soliman, F. (2011). Could one transformational leader convert the organization from knowledge
based into learning organization, then into innovation? Journal of Modern
Accounting and Auditing, 7(12), 1352-1361.
Syers, K., Ussahawanitchakit, P. & Jhundra-indra, P. (2012). Strategic marketing learning of
hotel businesses in Thailand: An empirical investigation of the antecedents and
consequences. International Journal of Strategic Management, 12(4), 1-30.
Testa, M. R. & Sipe, L. (2012). Service leadership competencies for hospitality and tourism
management. International Journal of Hospitality Management, 31(3), 648-658.
Waranantakul, W. & Ussahawanitchakit, P. (2012). Marketing knowledge absorptive capacity
and marketing performance: An empirical investigation of food product exporting
businesses in Thailand. International Journal of Business Strategy, 12(3), 62-95.
Zhao, Y. L., Libaers, D. & Song, M. (2015). First product success: a mediated moderating
model of resources, founding team startup experience, and product-positioning
strategy. Journal of Product Innovation Management, 32(3), 441-458.
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Published
2018-08-01
How to Cite
Muaengkhot, S., Jhundra-indra, P., & Boonlua, S. (2018). ปัจจัยเชิงสาเหตุของกลยุทธ์ผลิตภัณฑ์เชิงรุก: การตรวจสอบเชิงประจักษ์ของธุรกิจเฟอร์นิเจอร์และผลิตภัณฑ์ของตกแต่งในประเทศไทย. Journal of Multidisciplinary in Social Sciences, 14(2), 164–184. Retrieved from https://so03.tci-thaijo.org/index.php/sduhs/article/view/186496
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Original Articles